Starbucks is making a super-sized bet on China, where it is opening the world’s biggest outlet as part of efforts to maintain its upscale reputation in an increasingly important market.
The Seattle-based company has spread to more than 130 cities in China, where it now operates about 3,000 stores. It is opening new outlets at a rate faster than one a day as it seeks growth in the country following several quarters of underwhelming results in the US, its biggest market.
The new 30,000 sq ft roastery in Shanghai — which is approximately half the size of a football pitch — is Starbucks’ first outside the US. The outlet, which will open on Wednesday, allows customers to watch beans being roasted and brewed in Bunsen-burner style tubes and is positioned as “super premium,” the company said.